This article was written by Coupons.org’s contributor, Ella Davidson. Coupons is a coupons and deals site that offers consumers insight on how to effectively save money. Coupons’ consumer information has been featured on CNBC.
Marketers have long known that factors as seemingly simple as color can have major impacts on how consumers react to advertisements and coupons. Without being conscious of it, consumers' brains respond to certain colors and color schemes differently, and are profoundly influenced by these unconscious reactions that happen before they are even aware of having formed an opinion. They can influence how customers feel about products and retailers which, in turn, has dramatic impact on the success or failure of the business. So which colors can cause customers to feel drawn to a product or organization, and how can businesses control the subconscious reactions of consumers to them?
Not only is red a bright, eye-catching color but it actually causes a physical reaction within the human body. Seeing the color red causes an increase in heart rate, breathing rate, and blood pressure. This intense physical reaction can mean major impact for retailers who choose to use it. On top of the unconscious physical response viewers have to red, it also inspires feelings of excitement and passion. For retailers who want consumers to have the same enthusiasm for a product that they have, red is a top choice.
A color that viewers have similarly strong reactions to as red is black. Black first and foremost demonstrates a feeling of power and authority. Companies wishing to establish a strong sense of foundation and lasting success can increase the power of their words with black text and images. Black is also the classic color of text, and implies a company that is confident that they are offering a strong, stable product or idea.
Blue is a calming color that puts consumers at ease and makes them feel comfortable. For businesses offering products or services that provide reassurance to consumers, blue is the favored way to go. It inspires feelings of loyalty and trustworthiness in viewers, which makes it a common favorite among advertisers. Blue puts consumers at ease and makes them feel that they know – and can trust – the organization they are seeing.
Orange is a color that entices consumers and couponers simply because it is different. Because orange is so uncommon in traditional advertisements and marketing, it immediately catches the viewer's eye, which is important in a marketplace where viewers are inundated with words and images. Orange implies that a business has a little spunk and can provide a unique or exciting experience. It draws the viewer in by surprising them and can make a business stand out from similar competitors.
Whether we like it or not, the color green makes us think of money. Green is a favorite color choice of financial companies because it implies wealth, success, and growth. Consumers are drawn to green also because of its connection to the natural world which has both calming effects and also triggers feelings of growth and prosperity. Green is a complex color for consumers and couponers because it at once puts them at ease about an organization and also gets them thinking about their money and hopes for financial success.
Choosing the right color for an advertisement or coupon can have a dramatic effect on the real-word impact of that product's success. Even savvy consumers who weigh every option based on objective, practical factors cannot control the subconscious reaction they have to a good or bad color choice. Reaction to color is often the first feeling a consumer feels about a product or offer, before they even form a coherent opinion in their minds, and that first reaction lasts. Whether hoping to inspire trust, excitement, or intrigue within customers for their offers, companies must be aware of the powers of color to draw people to them, and use it in their best interest.